基于有限理性的顾客满意及其对策研究

Customer Satisfaction Based on Limited Rationality and the Strategies

顾客满意是提高企业竞争力的重要措施。在综述了国内外有关顾客满意理论研究的基础上,讨论了基于有限理性的顾客和顾客满意的本质含义;然后建立了多变量顾客满意的模型,辨析了构成顾客满意模型的多变量之间的关系。最后,从企业形象战略的再塑、全面顾客满意、可视化柔性决策和客户关系管理4个方面对顾客满意的对策进行了研究。

Customer satisfaction is an important measure to improve the competitive power of enterprises. This paper begins with a summary of theoretical researches on customer satisfaction at home and abroad, followed by a discussion on the essential implication of customer and customer satisfaction based on limited reason. Then, a multivariable customer satisfaction model is established, and the relationships among the multivariables composing the model are analyzed. Finally, the strategies for customer satisfaction are studied from four aspects, i.e., reengineering of corporation image, comprehensive customer satisfaction, visual flexible decisionmaking, and customer relationship management.